Everyone from your team should be a salesperson, here’s why

Sales is no longer the exclusive domain of the sales department. In a world where every interaction can influence a prospect, every employee becomes a key component of your growth strategy. Whether they have direct contact with customers or not, each employee can embody your brand promise, promote your solutions... and seize an opportunity. But you just need to give them the means to do so.

I. How can each employee become an ambassador?

Picture this: You're at a dinner party, and an acquaintance asks you what you do for a living. You answer. Two things can happen. Either your answer is vague, hesitant, or too technical, and the conversation moves on. Or your answer is clear, lively, and makes you want to know more. In the latter case, without even thinking about it, you've just planted a seed.

‍

‍

This is exactly what an employee can do in their daily life, even if they're not part of the sales department. Whether it's during a meeting with a supplier, at a trade show, or while chatting with an acquaintance on LinkedIn, every member of the team is likely to encounter a potential customer. And these moments can't be improvised. Being an ambassador for your company isn't about pushy sales; that's the kind of thing that can scare people off, so avoid it. You have to know how to speak simply about what the company does, its mission, its customers, with conviction. You have to convey a positive energy that can spark curiosity, or even lead to contact. And the best part? It's often more natural when it comes from a non-salesperson. Because there's no sales objective behind it, just sincere sharing. But for this to work, it takes a little help: it's essential that every employee knows how to explain what the company does (without jargon), what makes it unique, and who it does it for. This is called having a collective pitch. If your teams can't summarize this in two clear sentences, there's a real internal communication challenge.

‍

‍

The moral of the story? Once everyone understands the company's DNA, they can all speak their own voice, in their own way. And sometimes, a simple conversation can lead to a real informal sales opportunity.

‍

II. Does your onboarding really build corporate spirit?

Onboarding is often the stage we want to be quick and convenient: a bit of paperwork, a tour of the premises, introductions... But in reality, it's one of the most important moments for laying the foundations of a real corporate culture.

‍

‍

Because if you want each employee to become a natural ambassador, they need to understand who you are, what you do, and especially why you do it. Not just superficially, but with a real understanding. For example, if a newcomer can explain in a few words what the company brings to its customers, they will be much more comfortable talking about it to those around them, even outside the office. So why not include a simple but powerful question right from the welcome: "If you meet someone at a party and they ask you what you do, how would you answer them?"

This type of exercise leads you to reflect on your own speech and find the best way to present your company, without pressure but with clarity. In addition, training your teams well from the start gives them the keys to recognizing opportunities, even in informal conversations. Because a real sale is like pollen; you have to spread it everywhere for the flowers or sales to flourish. All it takes is a spontaneous exchange, a passionate sharing.

‍

‍

In short, good onboarding is like a first compass: it guides your employees, aligns them with the same vision and allows them to become confident ambassadors from the very first days.

‍

III. How can we change the (often negative) vision of sales?

‍

For many, the word "sales" immediately brings to mind something complicated, even a bit "heavy": insisting, harassing, pushing to buy... In short, a world where we imagine pressure and disappointment. But in truth, selling is, above all, providing a service.

‍

‍

Imagine you have a friend looking for a solution, a product, or a service. You'll first listen to them, understand what they really want and what's bothering them. You don't force anything on them; you advise them. That's what real selling is all about: listening, advising, and helping. And not just closing a deal. In a company, this vision must be shared by the entire team, not just the salespeople. When everyone understands that selling means supporting, it becomes natural to deliver a sincere and tailored message. This also builds trust with customers, who feel understood, not just targeted.

This approach humanizes sales and transforms the customer relationship: it becomes a conversation, a collaboration, an experience. And it's this overall experience that your employees help build, with every interaction, whether face-to-face, on the phone, or even via email.

‍

‍

By taking the drama out of selling, you help your teams overcome their fears, dare to talk about their business without fear, and seize opportunities that often go unnoticed. Sales then ceases to be an intimidating goal and becomes an enhanced customer service experience, accessible to all.

‍

IV. What tools should be provided to create a team culture around sales?

‍

Creating a culture where everyone feels like an ambassador doesn't mean turning every employee into a seasoned salesperson or pinning sales targets on them. No, it's more about giving them the right tools so they can talk about the company with confidence and consistency, in their own way.

‍

‍

It starts with a simple, clear pitch that everyone can remember and adapt to the situation. No need for complicated jargon, just a sentence or two that explains what the company does, what makes it unique, and who it's for. Imagine that each member of your team could easily answer the question: "What do you do at your company?" without losing the person they're talking to.

Then, provide accessible product sheets, concrete examples of customer successes, and why not have small moments of team sharing, where everyone tells an anecdote related to a customer or partner. These are the exchanges that fuel motivation and strengthen the sense of belonging.

Finally, also think about recruitment! Integrating new talent who adhere to your vision and are naturally curious about your product is a real lever. These employees will be all the more inclined to talk about the company with enthusiasm.

‍

‍

The goal? To create a dynamic where communication is fluid, where messages are aligned, and where everyone knows they can contribute, in their own way, to collective growth. And that's a real competitive advantage!

‍

Conclusion

‍

As you can see, making each employee an ambassador is more than just a nice idea: it's a real strategy for strengthening your company from the inside out. By giving everyone the means to understand, speak about, and embody your values, you create a virtuous circle where trust and conviction are naturally transmitted. This doesn't mean turning everyone into a salesperson, but rather allowing everyone, in their own way, to contribute to collective success. And it's often in these informal exchanges, in these small, everyday conversations, that the best opportunities arise. So, are you ready to engage your team in this adventure?

You are not alone in this process: appropriate support can help you structure this dynamic, to make your team a real lever for growth.

Don't wait any longer, go for it. You'll see, it changes everything.

‍